Unbound Growth Blog

What Do Science, Sales, Marketing and Harley-Davidson Have in Common?

Posted by Carole Mahoney  1/12/12 7:11 PM

Marketing Lessons from Harley Davidson & Dr. Dave Reibstein

Last night the Maine Center for Creativity hosted a talk with Dr. Dave Reibstein (herein referred to as Dr. Dave) To be truthful, I had signed up for the talk in November and had forgotten about it. The reschedule reminder email and title "Creativity & Innovation: The Good, Bad, & Ugly" prompted me to leave the house for the first time in days. (ok, so what if I really just needed an excuse to get out of the office and on the road...)

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Topics: scientific marketing, sales development, advanced analytics

Advanced Analytics & Inbound Sales: Mystery of the Disappearing Prospect

Posted by Cheri Gaudet  11/9/11 11:39 AM

Dating, like courting prospects, is a learning process. We're not born knowing what kind of person we'll get along with. Most businesses don't know beforehand who their best customers are going to be either.

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Topics: smarketing, advanced analytics, hybrid marketing agency

Mad Men vs. the Hybrid Inbound Marketing Agency

Posted by Carole Mahoney  10/3/11 12:00 PM

Are you a Hybrid or a Mad Man (or Woman)?

This past summer, I was invited to hear Lars Bastholm give a talk about the changes in the marketing agency industry. Since then, this blog post has been sitting unfinished for 6 months. Now it is a little long. But I guess there is just something in me that can't present a problem without a solution I could explain. 

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Topics: smarketing, advanced analytics, hybrid marketing agency

What Hubspot + Performable Means for Conversion Optimization

Posted by Carole Mahoney  8/8/11 3:50 PM

In school, history was not my best or favorite subject. I think it had some to do with the teacher's belief that pre-hormonal junior high students could only stay alert and pay attention if the room was at a cool 63 degrees. Despite his best efforts, I kept falling asleep in class. I really was not into memorizing dates that meant nothing to me.

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Topics: advanced analytics, website conversion optimization

Get Intimate With Your B2B Audience: Relationship Marketing Online

Posted by Carole Mahoney  7/13/11 5:03 PM

I have recently come to the conclusion that there are 3 basic criteria that need to be present for me to have a good relationship with someone. Whether client, partner, spouse or friend.

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Topics: customer personas, advanced analytics, sales assessment, b2b

Small Business Email Marketing: The Sixth Commandment

Posted by Cheri Gaudet  7/11/11 11:45 AM

Thou Shalt Experiment

One of the simplest ways to get the most out of your email marketing campaigns is by experimenting with split testing (a.k.a., A/B testing). Systematically varying different elements of your campaign helps you learn more about what entices your email's recipients to action, so you can improve your email marketing results now and design more effective campaigns in the future.

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Topics: email marketing, advanced analytics

Small Business Email Marketing: The Second Commandment

Posted by Cheri Gaudet  6/5/11 10:00 AM

Thou Shalt Measure Your Email Marketing Efforts

Ultimately, one power decides the value of almost every business activity, including email marketing campaigns: the bottom line.

It's as simple as revenues minus expenses. Do you know how much revenue you can expect a given campaign to bring in, or are you hoping for the best every time you click "Send?" How about the amount you spend for every lead captured or every purchase made? These critical calculations not only help you improve the quality of your email marketing campaigns over time, but they help you set realistic marketing budgets and smart revenue goals.

Here are a few places to start:

  • Unsubscribe Rate. The number of unsubscribe requests divided by the number of people on your email list. The goal is to reduce this rate over time as the quality of your lists, content and calls-to-action improve. At least as valuable as the hard number is knowing who is unsubscribing, which can give you clues about how to improve your email content.
  • Hard Bounce Rate. The number of hard bounces (undeliverable emails) divided by the number of people on your email list. It's a basic measure of list quality and another metric you want to reduce over time.
  • Click Rate. The number of click-throughs to your website or landing page divided by the total number of recipients (i.e., the number of people who actually received your email in their inboxes). Among other things, an up-front, clear and compelling call-to-action will improve this metric over time.
  • Conversion Rate. The total number of leads or purchases generated by a campaign divided by the number of recipients (or clicks). Knowing your average conversion rate will help you set revenue goals for each campaign, and this is another metric that will improve as you refine your email marketing practices.
  • Cost Per Lead (CPL) or Cost To Acquire (CTA). The total cost of an email campaign divided by the number of leads (CPL) or number of purchases (CTA) it generates. Minimizing CPL or CTA while maximizing the conversion rate is arguably the holy grail of email marketing.
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Topics: email marketing, advanced analytics

Is your sales and marketing alignment 'Smarter Than a 5th grader'?

Posted by Carole Mahoney  1/29/11 1:28 PM

Ever watch that game, "Are You Smarter Than a 5th Grader?". Seems like a ridiculous concept at first right? I mean of course I am smarter than a 5th grader!

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Topics: smarketing, sales and marketing alignment, advanced analytics

Why this blog exists.

"Experience is a hard teacher because she gives the test first, the lesson afterward." ~Vernon Law 
This blog is a home for the business growth lessons that we and our associates and clients have learned from the front lines.

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